当今我国传媒经济研究正处于百家争鸣的起步阶段。笔者针对周鸿铎教授的观点"传媒经济不是经济学科",认为传媒经济研究的范式与进路是一个首先要解决的重要问题,而讨论一个研究对象必须把它置于恰当的学科话语框架内才有意义。研究指出:传媒产业经济学和媒介经营管理应是传媒经济研究的两个主要范式,而选择媒介产品作为研究起点是最佳的进路。

The study in the discipline of media economics is full of controversies in mainland China nowadays.The author disagrees with the point of view about that "media economics doesn't fall into economics" put by Prof.Zhou Hongduo.a subject of research is meaningful only if it is put into the proper discipline frame.The author thinks that the paradigm and approach to media economics research should enjoy priority to be solved.In the paper,the author indicates that media industry economics and media management are the two major paradigms in media economics research,and to begin with the topic of media goods is the best approach to it.